Stoats Porridge Bars case study: fusing traditional cooking, healthy eating trends and guerrilla marketing to establish a brand

Published by: Datamonitor

Published: Jun. 1, 2009 - 264 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

Introduction

Stoats' focus on healthy convenience aligns it well with prevailing consumer trends

Porridge scores well on the Glycemic index potentially boosting sales further

Stoats porridge offers natural and organic ingredients used in a simple recipe

Stoats has a compelling brand story that appeals to media outlets and consumers

The company's name is taken from Scottish vernacular further adding to its authenticity narrative

Stoats has intelligently used PR events to garner publicity and consumer awareness

Stoats has recently moved into manufacturing retail-friendly, convenience products

The UK cereal bar market is attractive in value but poses several commercial obstacles

The UK cereal bar market is dominated by two large agents

The popularity of private label cereal bars is a problem for all branded producers

Selling Stoats convenience format porridge bars in Scottish golf clubs is an ideal approach

Conclusions

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Cereal bar market value (US$ m), 2003-2008, UK

Table 2: Cereal bar market share (% value), 2003-2008, UK

List of Figures

Figure 1: The Stoats porridge business targets numerous outdoor events and festivals

Abstract

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

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